For years I struggled to assign an actual monetary value to blog posts and the less direct-to-sales content I’ve written. That changed recently and I’m going to share my secret with you.
Proving the ROI of content is something I think all marketers struggle with. It even leads to the end of employment in some cases. So, it’s important to go beyond evaluating the traffic analytics of your content. You have to also take a look at the value of what you’re writing for the company.
Plus, seeing which kinds of content bring in more revenue can help you direct your focus. You might think one kind of content is more sales-driven. But you could also find that when people stumble on your more indirect topics, they end up purchasing more often.
How you use the data is up to you. In any case, here’s how you find out how much money your content is making.
Turn on Enhanced Ecommerce Reports in Google Analytics
First, you need Enhanced Ecommerce reports turned on inside Google Analytics. Google provides a step by step guide to walk you through it.
Turning on Enhanced Ecommerce allows you to see in-depth insights on how you convert customers. How you integrate it with your website might vary. If you’re not in charge of the development of your site, request the developer set this up for you.
Find the Assisted Conversions Report
The magic report I use is called “Assisted Conversions.” To find it, go to: Google Analytics Dashboard > Conversions > Multi-Channel Funnels > Assisted Conversions
Then, go to the Primary Dimension selection options and choose Other. Find Landing Page URL and choose that.
Now you can search by URL and take a look at each individual post. You can even look at categories if you have your URL structure set up in a more detailed way.
For example, using yoururl.com/blog/category/title, enter /blog/category/title into the search bar next to where you changed the primary dimensions. This shows you that exact blog post. But you can also look at your entire blog by searching for just “blog” or the category by searching for the category name.
Create Custom Reports and Dive Deep
Google Analytics is seriously powerful. But this might be my most favorite tool. What’s yours? How do you use Google Analytics? I’m always fascinated to find new ways to look at data.
